Open AccessDECISION-MAKING FACTORS IN CONSUMER BEHAVIOUR ON THE MARKET WITH DECORATIVE COSMETICS
Author(s) -
Veronika Machová,
VERONIKA ŠANDEROVÁ,
DOMINIKA MRKVIČKOVÁ
Publication year - 2021
Publication title -
ad alta
Language(s) - English
Resource type - Journals
eISSN - 2464-6733
pISSN - 1804-7890
DOI - 10.33543/1102177181
Subject(s) - cosmetics , purchasing , marketing , product (mathematics) , brainstorming , business , advertising , new product development , medicine , geometry , mathematics , pathology
The article explores major decision-making factors in consumer behaviour when purchasing decorative cosmetics. The employed methods involve brainstorming and structured interviews. The most powerful internal stimuli are body care and looking good. On the other hand, a desire to try a new cosmetic product plays a rather subordinate role. The main external purchasing factors involve a recommendation from a friend or relative. On the contrary, aspects such as vegan composition of the product or its packaging do not attract much attention. However, research conclusions cannot apply on the long-term basis given to the rapid development of new technologies and marketing strategies in this branch. It is therefore imperative to monitor the current market trends.